Rule of Three aims to revolutionize the relationship between a brand and its customers by fusing storytelling into streetwear.
Rule of Three, a Danish streetwear brand, sells clothing inspired by a fictional story crafted by those behind the brand.
The story features three unusual characters, Isaac, Paul, and Jeff, forced to live together despite their contrasting personalities.
Those familiar with writing might recognize the inspiration behind the brand’s name: Rule of Three is the writing principle used for structuring iconic stories (e.g., The Three Musketeers).
Each Rule of Three collection is inspired by a chapter from the fictional story. Currently, there are only two chapters up for sale, Chapter O and Chapter 1. Chapter O serves as the introduction to the three main characters; Isaac, Paul, and Jeff, while Chapter 1 delves into Jeff’s mental health issues and personality.
The brand offers a variety of streetwear staples such as hoodies, long-sleeved t-shirts, and hats (images below).
Rule of Three is pretty affordable, with prices ranging from US$24.50 to US$45 (approx. S$34 to S$62). The brand currently ships worldwide.
For more on Rule of Three’s visual story, visit the brand’s Twitter account here.